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To mark the renovation of Quad Cinema, New York City’s oldest multiplex, which first opened its doors in 1972, New York–based design firm Pentagram developed a new identity inspired by the cinema’s name. At its core lies a custom typeface whose square letterforms with rounded corners suggest the shape of screens and film sprockets. The resulting logotype, environmental graphics, signage and interior digital installations utilize these cinematic letterforms to seamlessly blend into the cinema’s architecture, starting with the marquee.

A dimensional version of the logo, the marquee projects from the building's facade to create a striking presence on West 13th Street, where Quad Cinema is located. Screening times appear on the sides of the marquee, and the word cinema runs along the underside of the U, guiding moviegoers inside. Fabricated of aluminum, the monumental form of the marquee also extends back into the theater, through the ceiling of the foyer and into the lobby, where the name repeats on the reverse.

Here, inside the lobby, is where you’ll find a dynamic digital display wall, which greets visitors with sequences from classics in the archival Cohen Film Collection intercut with information on showtimes and theater amenities. The lobby also features a 50-foot concession stand and the new Quad Bar, located adjacent to the cinema. To complete the viewing experience, Pentagram assigned each letter in the name Quad to one of the cinema’s four screening rooms, where the letter appears as large-scale LED lighting in the ceiling—a jewel-like finish to a luxurious cinema experience.

pentagram.com

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